By Roseanne Rust

Consumers will likely “budget” calories in the strapped economy. Yet while times are tough, consumers may continue to put health first and purchase produce and reduced calorie products, even if they are pricier. This is a good trend in that consumers are beginning to understand the connection between food choices and health and feel it’s worth the expense. According to the Calorie Control Council (an international association representing the low-calorie and reduced-fat food and beverage industry), 194 million Americans reported consuming low and reduced calorie products in 2007, an increase from 180 million in 2004. Obviously, we still have a calorie control problem, given the increased incidence of obesity, so this trend may not have a public health benefit. Consumers will be encouraged to understand proper portion control as well.

One trend that may definitely have a positive impact on calorie control is that more folks are eating in. Cooking a meal at home not only saves money but also saves calories and fat. Even if some convenience items are purchased, such as ready to steam green beans, bagged salads, or skinless, trimmed meats, a home-cooked meal is likely to be more nutritious with less calories (and smaller portion sizes) than a restaurant meal.

Natural Nutrition and Functional Food

“Natural” is something you will continue to see on more food labels. New products with “natural” claims have been hitting the marketplace heavily. For consumers looking for natural options, there are more choices now than ever to choose from. Although there is no clear definition of “natural,” some consumers prefer foods and beverages they perceive as natural. So keep in mind that purchasing a food labeled as “natural” does not necessarily mean it is good for you or the best choice. Read ingredient and nutrition fact labels to determine nutritional value of the products you purchase.

Consumers may also look for foods with “added value” as they budget calories and dollars.  Functional foods are foods that have added health benefits. Examples include fruits and vegetables, whole grains, fortified or enhanced foods and beverages, and some dietary supplements. Functional attributes of many traditional foods are being discovered, while the rapid advances in food technology allow new food products to be developed with beneficial components. The “substances” in these foods include: beta-carotene, lutein, lycopene, insoluble fiber, soluble fiber, whole grains, monounsaturated fatty acids (MUFAs), polyunsaturated fatty acids (PUFAs), omega-3 fatty acids (DHA) conjugated linoleic acid (CLA), anthocyanins (found in berries and red grapes), flavanols (found in cocoa, chocolate, and apples), flavanones (found in citrus), calcium, selenium (found in fish, red meat, eggs, and grains), plant sterols (found in corn, soy, wheat, and foods fortified with sterols), prebiotics (found in whole grains, onions, honey, garlic), probiotics (found in yogurt), isoflavones (found in soybeans), lignans (found in flax, rye) and vitamins A, C, B, D and E. Considering the continued rise in health care costs and the aging baby boomer population, functional foods will continue to be in demand.

Functional foods are an important part of an overall healthful lifestyle that includes a balanced diet and physical activity. People should strive to consume a wide variety of foods, with awareness that there is no “magic bullet.”  Portion control and enjoying foods and beverages from the basic food groups remains the best advice.

Interest in functional foods is paving the way for another future trend however, nutrigenomics. As scientific advances develop, more focus will be placed on “personalized nutrition”. Not in a behavioral aspect, but in actually applying the human genome to nutrition and personal health to provide an individualized dietary recommendation. As the emerging field of nutrigenomics develops, nutrition recommendations will be tailored using an individual’s unique genetic makeup, which may one day have an even greater ability to reduce risk of disease.

 Nutrition for Men